Making the leap from automatic….to intelligent marketing automation

Marketing automation has become the lynchpin of successful marketing campaign management, yet many brands struggle to fully maximize their marketing automation ROI. We settle for automating manual tasks — like lead management, email campaign development and landing page creation –because we’re too busy to learn what marketing automation can really do for campaign effectiveness. The time has come to move from simply running campaigns automatically to running them intelligently. For more about marketing stacks, watch the on-demand webinar MarTech Madness: How to evaluate your marketing stack. Thanks to artificial intelligence (AI), a new breed of marketing automation solutions can “mimic” human intelligence and recommend marketing actions. The AI-fueled outcomes include predictive lead scoring and product recommendations, account-based marketing (ABM) and social media campaign integration for B2B brands, as well as highly personalized B2C website experiences that analyze content consumption trends, on-site behavior and CRM data. If you’re not using “smart” marketing automation tools, your brand will be left behind. More than half of executives surveyed by MemSQL said that machine learning and AI are their companies’ most significant data initiative for 2019. More marketers are recognizing that customers control the buying journey, a trend that has accelerated with the proliferation and increased sophistication of mobile devices. Customers decide where to research, how to buy, when to purchase and where to buy. And, their expectations for the brand experience is higher than ever before.